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Using customers on video to help sell used cars

Ever considered getting testimonials from your customers on the appeal of their trade-in vehicle?

American car dealers are doing just that in this video from Automotive News.

The topic is covered from about 4:05mins in with a Honda dealer using video to provide a “clear line of communication between a vehicle’s former and future owner, if someone trades in a car and is willing to stand in front of a smart phone camera. They’re asked questions such as whether the car has been in an accident and when it was last serviced.”

The clips are shared with potential buyers. “Now we have a story to tell, not just a written story, but a story from the customer,” says the dealer general manager.

 The video also highlights how technicians are equipped with iPad tablets to narrate videos of faults in customers’ cars, before handing it to a service manager who sends the video to a customer – a variation of which we see already in the UK.

A dealer principal says: “One of the quickest ways to get fired in our store is to recommend something that doesn’t need to be done, because that’s a trust killer and you just can’t recover from that, ever.”

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